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Measuring the effect of cigarette plain packaging on transaction times and selection errors in a simulation
Owen B J Carter1, Brennen W Mills, Tina Phan
1Centre for Behavioural Research in Cancer Control, Curtin University of Technology, Perth, WA 6845, Australia. o.carter@curtin.edu.au
Tobacco Control
|September 28, 2011
Summary
Plain cigarette packaging may reduce transaction times and errors. Objective testing found generic packs were quicker to locate and had fewer selection mistakes than branded packs, countering industry claims.
Area of Science:
- Public Health
- Consumer Behavior
- Tobacco Control
Background:
- Australia mandated plain cigarette packaging in 2012.
- Tobacco industry claimed plain packaging would increase transaction times and errors, costing businesses millions and jobs.
- An objective experiment was conducted to validate these claims.
Purpose of the Study:
- To objectively assess the impact of plain cigarette packaging on transaction times and selection errors.
- To counter tobacco industry assertions regarding the economic and operational consequences of plain packaging.
Main Methods:
- 52 participants were randomly assigned to select cigarette packs from displays of plain or colored packaging.
- Transaction times and selection errors were recorded for both conditions.
- Participants completed the experiment with both plain and colored packaging types.
Main Results:
- Average transaction times were significantly faster for plain packs (2.92s) compared to colored packs (3.17s).
- Selection errors were substantially lower with plain packaging (17.3%) versus colored packaging (40.4%).
- Qualitative feedback indicated colors and brand name placement on colored packs were distracting.
Conclusions:
- Plain packaging does not increase transaction times; it may modestly decrease them.
- Plain packaging reduces selection errors, contrary to industry predictions.
- The study's findings challenge the economic and operational concerns raised by the tobacco industry.
